Singha Beer has become the Asian Tour's newest partner this season, taking up the position as Official Beer on the region's premier golf tour.

The newly-inked deal, which takes immediate effect until the end of 2011, will allow Singha Beer to strategically promote its brand through the Asian Tour's media platform as well as on-site at Asian Tour tournaments.

Singha Beer's partnership with the Asian Tour, which is the official sanctioning body for professional golf and the only player-led organisation in the region, is an extension of its involvement with the game where it has been the main driving force in Thailand's rise as a powerhouse.

It sponsors the Singha Amateur Golf Circuit, All Thailand Tour and All Thailand Challenge.

The company also supports a myriad of leading Thai professional golfers including Asian Tour number one Thongchai Jaidee, Prayad Marksaeng, Thaworn Wiratchant, Boonchu Ruangkit, Chapchai Nirat, and Prom Meesawat.

Singha Beer is the fourth multi-national corporation to take up Tour Partnership status with the Asian Tour this year, following the likes of Swedish designer company J. Lindeberg (Official Apparel), Royal Selangor Pewter (Official Trophy Supplier) and Inetol Headwear (Official Headwear Supplier).

Suang Chantra-urai, Sport Promotion Manager said: "Singha Beer is delighted to forge a new partnership with the Asian Tour as we believe the Tour continues to play a major role in the development of the game in this region.

"For more than 30 years, Singha Beer has supported both amateur and professional golf, especially in Thailand, and we will work very closely with the Asian Tour."

Singha Beer is the first beer to be brewed in Thailand and is now available in more than 40 countries around the world. Apart from its sponsorship of sporting events, Singha Beer also actively supports environmental, cultural and community programmes.

Asian Tour Executive Chairman Kyi Hla Han lauded the new partnership with Singha Beer, saying it was another strong endorsement for the Tour and professional golf in the region.

"The Asian Tour would like to toast Singha Beer for its involvement with professional golf in Asia. Its commitment towards the Asian Tour as the Official Beer shows that the game continues to attract major sponsors in this region and we fully appreciate its support," said Han.

"Singha Beer is a terrific supporter as it has been instrumental towards the growth of golf in Thailand. We look forward to this new partnership.

"The Asian Tour has expanded greatly over the years thanks to strong partners and sponsors and the addition of Singha Beer is a huge boost. We hope this partnership will proceed beyond 2011 as the Tour continues to grow through new alliances with major partners of the game," added Han.